Jan 21, 2015

By: David Fikes, Vice President, Consumer/Community Affairs and Communication, Food Marketing Institute

Despite the many changes taking place in the industry, one recognizable constant is the consistency of the supermarket serving as the cornerstone and conscience of their community. We may spend numerous hours dissecting the changing consumer, but today we celebrate the steadfast spirit of the retailer.

FMI re-instituted the Community Outreach Awards three years ago to recognize and honor the creative programs retailers institute for the betterment of their neighbors.  Last year at FMI Connect, FMI President and CEO Leslie Sarasin described the supermarket as a microcosm of the world, which speaks to the food retail venue’s unique positioning to relate to, be touch with and know their communities.  The diversity, the continual innovation, the challenges and joys experienced by retailers connect them with a larger corporate world, but also with each customer.

Today, these customers shop with their moral values as much as they shop for economic values. Retailers who prove to be a participating part of the community they serve gain respect and trust as they form loyalty. All programs submitted for our 2014 Community Outreach Awards demonstrated creativity and dedication as retailers find new ways to express engrained values of enriching lives, and we thank you for your continued goodwill.

Congratulations to all food retailers for their community awareness, but special kudos go to these winners of our 2014 Community Outreach Awards:
:
Food Lion Feeds Warehouse Assembly
 Hy-Vee Legends Baseball Clinic
 Northgate Market Viva la Salud Russ's Market Community Rewards

  • Food Lion Feeds Programs Addressing Food Insecurity
    Food Lion, LLC. made a bold promise to tackle hunger in the markets they serve, vowing to donate 500 million meals by 2020. In 2014, three campaigns launched them toward this goal as employees packed and distributed millions of meals. The donations from these campaigns were matched by a corporate donation, supplemented by on-going in-store promotions and totaled 40 million meals donated.
  • Hy-Vee / Sanford Legends Youth Development Programs
    Hy-Vee recognized a need for leaders and role models to serve the children in their neighborhoods. They founded a partnership with a local bank and involved shoppers in both fundraising and volunteering to update facilities, provide athletic clinics and serve as mentors. To date, the program has served more than 26,00 youth.
  • Northgate Gonzalez Market Programs Addressing Food Insecurity
    Healthcare is on everyone’s mind and agenda these days, but Northgate made sure it was also on the menu of services offered to shoppers. Through a partnership with SGK, Northgate has provided more than 85 mammograms, exams and screenings. Hosting these events at their store eliminated transportation and financial barriers that prevented shoppers from seeking the care they needed.
  • Russ’s Market Community Rewards Consumer Engagement Category
    Seeking to recognize the strong virtual communities retailers build and foster, FMI added a fourth category in 2014. Russ’s Market was awarded the inaugural honor after their customers showed staggering support and enthusiasm for the Community Rewards program, which turns shopper rewards into donations. The program has supported numerous organizations and more than 2,700 households have contributed. Russ’s Market plans to engage their community in deciding how to allocate the donation from their award.

Some may argue that these programs go above and beyond the prescribed role of a grocery store, but community service has long been a characteristic part of the food retail tradition, best described as feeding families and enriching lives. The ways and means of achieving these objectives may change with the times, but I am continually impressed by the efforts of an industry committed to serve their consumers and their larger community.

View winner profiles and video celebrating our 2014 winners